The Role of Advocacy Advertising in External Communications

There is a growing body of literature citing a litany of sins of omission and commission on the part of the multinational corporations as well as defending and promoting the positive contributions made by these corporations in the world's economic growth and human well being. Some selected references are: Ball (1975), Barnet and Mueller (1974). Behrman (1970), Dunning (1971), Heller and Norris (1975), Jacoby (1974), Kindleberger (1970), Ledogar (1975), Levitt (1970), McCloy (1976), Sampson (1973, 1975), Sethi and Holton (1974), Sheer (1974), Stephenson (1973), Tugendhat (1973), U.S. Senate (1973), the United Nations (1973), Vernon (1971), and the International Chamber of Commerce (1974).

See, for example, Behrman , Boddewyn , and Kapoor (1975), Business International (1975, 1976), Council of the Americas (1976), and the International Advertising Association (1975).

“America's Growing Antibusiness Mood”, Business Week, 17 June 1972, pp. 100–103.

Gallup , George , “Senators, Congressmen Receive Low Ratings on ‘Ethical Standards’ ”, The Gallup Poll, press release, 22 August 1976, copyright 1976, Field Enterprises, Chicago.

Gallup , George , “Big Business Has Black Eye With the Public”, The Gallup Poll, press release, 13 July 1975, copyright 1975, Field Enterprises, Chicago.

“Why Business Has a Black Eye”, U.S. News and World Report, 6 September 1976, pp. 22–25; “America Speaks Out”, U.S. News and World Report, 13 September 1976, pp. 39-41.

“Multinationals: The Public Gives Them Low Marks”, Business Week, 9 June 1973, pp. 42, 44.

Landell Mills Associates, The Attitudes of European “Influentials” Towards Multinationals, London, 1975.

Salinger , Pierre , “Multinationals in a Changing Europe”, Profile, Brussels, Belgium, ITT-Europe, Spring 1976, pp. 9–10.

“How ITT Solved Its Own Communication Riddle”, Advertising and Marketing, Autumn 1975, p. 2.

For case studies of various European advocacy campaigns see International Advertising Association, Controversy Advertising, New York: Hastings House, 1977. Other recent campaigns include Imperial Chemical Industries (U.K.); Henkel; Hoechst (West Germany); Tylo Batsu (Sweden); and G.B. Enterprises (Belgium).

Sethi . Advocacy Advertising and Large Corporations, 1977, pp. 257–288.

Sethi . Advocacy Advertising and Large Corporations, 1977, pp. 257–288.

Carmody , Deirdre , “Reporters Chided on Business News”, The New York Times, 5 May 1976, p. 38.

“Corporate Soapboxes: Companies Use Annual Reports to Make a Point”, The Wall Street Journal, 1 April 1976, p. 1.

Brown Terry P. , “Profit-Minded Chief at Bendix Tries to Set a Businessmen's Code”, The Wall Street Journal, 18 November 1975, p. 1.

Schlesinger Arthur Jr. ,“Government, Business, and Morality”, The Wall Street Journal, 1 June 1976, p. 16.

Schlesinger Arthur Jr. ,“Government, Business, and Morality”, The Wall Street Journal, 1 June 1976, p. 10.

“America's Growing Antibusiness Mood”, Business Week, 17 June 1972, pp. 100–103.

Ball George W. (ed.), Global Companies: The Political Economy of World Business, Englewood Cliffs, N.J., Prentice-Hall, Inc., 1975.

Barnet Sylvan M. Jr. , “A Global Look at Advocacy Advertising”, Public Relations Journal, November 1975, pp. 17–21.

Behrman Jack , National Interests and the Multinational Enterprise: Tensions Among the North Atlantic Countries, Englewood Cliffs, N.J., Prentice-Hall, Inc., 1970.

Behrman Jack , Boddewyn J. J. and Kapoor Ashok , International Business-Government Communications, Lexington, Mass., D. C. Heath & Co., 1975.

Brown Terry P. , “Profit Minded Chief at Bendix Tries To Set a Businessmen's Code”, Wall Street Journal, 18 November 1975, p. 1.

Business International, Corporate External Affairs: Blueprint for Survival – A Business International European Research Report, New York, Business International, 1975.

Business International, Corporate External Affairs: The Transnational Problems, New York, Business International, 1976.

Carmody Deirdre , “Reporters Chided on Business News”, New York Times, 5 May 1976, p. 38.

“Corporate Soapboxes: Companies Use Annual Reports To Make a Point”, Wall Street Journal, 1 April 1976, p. 1.

Council of the Americas, Communicating the Socioeconomic Impact of Multinational Corporations in Developing Countries, New York: Council of the Americas, 1976.

Dunning John M. (ed.), The Multinational Enterprise, New York, Praeger, 1971.

Gallup George , “Big Business Has Black Eye with the Public”, The Gallup Poll, press release, 13 July 1975, copyright 1975, Field Enterprises, Chicago.

Gallup George , “Senators, Congressmen Receive Low Ratings on ‘Ethical Standards’ ”, The Gallup Poll, press release, 22 August 1976, copyright 1976, Field Enterprises, Chicago.

Heller Robert and Willatt Norris , The European Revenge, New York, Charles Scribner's, 1975.

“How ITT Solved Its Own Corporate Communications Riddle”, Advertising and Marketing, Autumn 1975, p. 2.

International Advertising Association, Controversy Advertising, New York, Hastings House, 1977.

International Advertising Association, Multinationals in Confrontation: How Can Better Communication Help Meet This Crisis, Geneva, Switzerland, International Advertising Association, 1975.

Jacoby Neil H. , Multinational Oil, New York: MacMillan Publishing Co., 1974.

Kindleberger Charles (ed.), The Multinational Corporation, Cambridge, Mass., The MIT Press, 1970.

Landell Mills Associates, The Attitudes of European “Influentials” Towards Multinationals, London, 1975.

Ledogar Robert J. , Hungry for Profits: U.S. Food and Drug Multinationals in Latin America, New York: IDOC/North America, Inc., 1975.

Levitt Kari , Silent Surrender: The Multinational Corporation in Canada, Toronto, Canada, MacMillan of Canada, 1970.

McCloy John J. , The Great Oil Spill, New York, Chelsea House Publishers, 1976.

“Multinationals: The Public Gives Them Low Marks”, Business Week, 9 June 1973, pp. 42, 44.

Salinger Pierre , “Multinationals in a Changing Europe”, Profile, Brussels, Belgium, ITT-Europe, Spring 1976, pp. 9–10.

Sampson Anthony , The Sovereign State of ITT, New York, Stein & Day, 1973.

Schlesinger Arthur Jr. , “Government, Business, and Morality”, Wall Street Journal, 1 June 1976, p. 16.

Sethi S. Prakash , Advocacy Advertising and Large Corporations: Social Conflict, Big Business Image, the News Media, and Public Policy, Lexington, Mass., D. C. Heath and Co., 1977.

Sethi S. Prakash and Holton R. H. (eds.), Management of the Multinationals: Policies, Operations, and Research, New York, The Free Press, 1974.

Sheer Robert , America After Nixon: The Age of the Multinationals, New York, McGraw-Hill, 1974.

Stephenson Hugh , The Coming Clash, London, Widen-field & Nichelson, 1973.

Tugendhat C. The Multinationals, New York, Random House, 1972.

United Nations, Multinational Corporations in World Development, No. ST/ECA, 190, New York, Department of Economic and Social Affairs, United Nations, 1973.

U.S. Senate, Implications of Multinational Firms for World Trade and Investment and for U.S. Trade and Labor, Committee on Finance, 93rd Congress, 1st Session, February 1973.

Vernon Raymond , Sovereignty at Bay, New York, Basic Books, 1971.

“Why Business Has a Black Eye”, U.S. News and World Report, 6 September 1973, pp. 22–25.